Rockstar erects 'Welcome to Vice City' rooftop sign on Miami’s Kaseya Center

Rockstar Games has installed a large rooftop sign reading "Welcome to Vice City" on the roof of Miami’s Kaseya Center as part of promotional activity for Grand Theft Auto 6; each letter was flown onto the building by helicopter and secured to the roof.

The installation brings a physical representation of the game’s fictional Vice City to Miami ahead of the title’s release. The sign, rendered in pink and white, sits atop the Kaseya Center, the arena that houses the Miami Heat, and was placed in a location noted for its visibility across much of the surrounding skyline.

Crews completed the mounting after the letters were delivered by helicopter, and footage circulated showing the final piece installed on the rooftop. The operation took place on September 22, with teams fixing the letters in place following the aerial placement.

Reports state the marketing arrangement with Miami-Dade County is worth $975,000. The agreement paid for the rooftop takeover on one of Miami’s most recognisable buildings and positioned the sign for maximum exposure.

Early proposals for the Miami campaign included larger activations that were ultimately not carried out after pushback. Local law enforcement raised concerns about the game’s crime-and-violence genre during planning, and one reported idea — renaming sections of Miami International Airport to Vice City Airport — did not move forward.

Rockstar has also prepared a music component to accompany the game release: GTA 6: The Album features artists including PinkPantheress, Metro Boomin, Future and Travis Scott, among others, and is scheduled to be released alongside the game.

The rooftop installation concludes the visible Miami promotion phase ahead of Grand Theft Auto 6’s launch; Rockstar will release GTA 6 and GTA 6: The Album on November 19, 2026.